Kylie Jenner Moves to Trademark Stormi Webster; Critics React
Plenty of Kylie Jenner’s business decisions have been met with criticism over the years, but her latest move has everyone talking even louder. The beauty mogul has reportedly filed to trademark her daughter’s name with the U.S. Patent and Trademark Office, and the paperwork makes it pretty clear she’s planning to launch some type of personal care business in Stormi Webster’s name. Here’s what we know so far.
Kylie Jenner looks to be launching a Stormi-branded brand
The Sun US has revealed that Kylie Jenner moved to trademark her daughter’s name in late August. According to the paperwork obtained by the outlet, Jenner wants to protect the name Stormi Webster for personal care and beauty items, including but not limited to skin care, makeup, and body wash.
The prospect of a Stormi-branded beauty line didn’t sit well with many social media users, who argued that Stormi is far too young to be the face of a skin care business. “So now the daughter at just 8 yrs old is going to launch a skin care line?? I hope this is a joke,” one person wrote. Another quipped, “So all 8-year-olds can have younger looking skin?”
Others were simply exhausted by the news. “When is enough enough?” one user asked, while another pleaded, “Make it stop. Please.” One critic summed it up: “Some kids inherit a business, Stormi gets trademarked before she can run one.”
Kylie has not publicly announced any plans to launch a beauty brand for her daughter, though a trademark application feels like the first step. The trademark application is still pending.
Not Kylie’s first Stormi trademark
While her most recent trademark attempt has everyone talking right now, it’s not the first time Kylie Jenner has taken steps to protect the elementary school child’s name. In 2020, she filed a legal challenge against a company called Business Moves Consulting, which had trademarked “Stormi Couture” a month after Stormi was born. Kylie argued that the company registered the name in bad faith to cash in on her daughter’s fame. “The Stormi name is well known and uniquely and unmistakably is associated with Stormi Webster,” her team stated in legal documents.
In 2021, Kylie teased a “little secret brand” for Stormi, and in 2022, she filed to trademark “Stormi World,” a name apparently inspired by the Astroworld album and festival of Stormi’s father, rapper Travis Scott. While she’s teased secret brands before, nothing public has ever come of it. At least, not yet.
Kylie and Scott also share a son. Aire Webster, born in February 2022, was initially named Wolf. The child’s name was officially changed in January 2023. Kylie has not yet attempted to trademark Aire Webster’s name.
